The brief was to design a sustainable and vibrant retail boutique in a tiny wedge shaped tenancy. The design needed to provide an engaging 'bricks and mortar' retail experience.
DESIGN DESCRIPTION
This tiny retail tenancy fitout at Melbourne Central is the fourth chapter of the Lulamae and Breathe Architecture collaboration story. After a successful cardboard pop-up store in 2009, a more permanent installation takes form at 'The Corner' precinct at Level 2 of Melbourne Central.
The project presents itself as a live theatre set - featuring front and back stage aspects to support the experience and journey of the customer. This draws upon the boutique's namesake, Capote's classic heroine in Breakfast at Tiffany's: a country girl who reinvents herself in the big city. The fit-out reflects this iconic and theatrical narrative of reinvention, play and 'façade'.
Employing a backdrop of pixelated imagery digitally printed on plywood and canvas - distinguishable at relative distances - the set is enclosed with red velvet curtains, rope tie downs and mild steel detailing. Installed as a stage set, complete with proscenium arch, tree flats and backdrop, the structure is raw, exposed and unashamedly visible from within.
Shifting the shopper's role from audience to performer, they enter and step onto a stage, passing a backdrop of red velvet curtains, mannequins at stage left and right, and picturesque countryside in the distance. The intention is that once in the spotlight and behind the scenes, they can't help but be connected to a sense of nostalgia and escape.
ACCOLADES
RAIA (VIC) Awards, Small Project, Shortlist, 2012
BPN Sustainability Awards 2012, Small Commercial, Shortlist, 2012
IDEA Awards 2012, Retail, Shortlist, 2012
PRODUCTS
FACADE PRINTING
PROLOGICA DIGITAL PRINTING & CNC CUTTING
ZERO VOC PAINT
ECOLOUR MATT BLACK
FLOOR
URBAN TIMBER, SALVAGE RECYCLED TASMANIAN OAK BOARDS
FLOOR FINISH
BIO PRODUCTS AUSTRALIA, HARD FLOOR WAX
LIGHTS
MONO, AMBIENCE LIGHTING 12V LED SPOTLIGHTS
ROPES
WA ROPES & HARDWARE 22MM SISAL ROPE
FEATURE FLATS
CARTER HOLT HARVEY, RADIATA PLY
JOINERY
AMARIND, 18MM HOOP PINE
CARTER HOLT HARVEY, AUSTRALIAN FORM PLY
CURTAIN
TRACKING THEATRICAL SUPPLIES
DOOR FRAMES
ONE STEEL, MID STEEL
WINDOW FRAMES
ONE STEEL, MID STEEL
CLOTHING RACKS
ONE STEEL, MID STEEL
